You are an Indian Company manufacturing machine parts made of steel and exporting to US.

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International Marketing
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International Marketing
1. You are an Indian Company manufacturing machine parts made of steel and exporting to
US. With Donald Trump imposing Tariffs, you have decided to manufacture some of your
products in North America and use this as an opportunity to expand your business in
that part of the globe. You want to set up the factory either in Mexico or in Canada for
this purpose. Evaluate the two location options of setting up the Plant and Business on
basis of International Business & Marketing Environment parameters to come to a
decision. (10 Marks)
2. You are the CEO Starbucks and wish to enter India. Evaluate any 3 entry options to enter
into India. Which of the market entry options would you finally choose & why? (10
Marks)
3. The Tanzania Toothpaste market has strong growth and reasonable volume. The market
is dominated by Colgate which has more than 65% market share and rest 35% percent
are scattered within 6-7 local players. Colgate is the market leader in prices while all the
other local players are about 20-25% cheaper in prices. The top three parameters of
buy of Tanzanian consumers are Health, White Teeth & Freshness in that order. While
Colgate positions itself on health platform, other local players are positioned on other
2. One of the biggest reason for lower market share is poor print quality on the toothpaste
tubes where as Colgate gets its products from Europe where better quality printing
facility on tubes is available. You are an Indian contract manufacturer for Unilever in
India and are now eyeing the Tanzania market where there is no clear number 2. You
have set up a Contract manufacturing and Distribution partnership with C&C which is a
local business conglomerate who apart from other businesses are also into FMCG but
not into Toothpastes. You have decided to export quality printed toothpaste tubes from
here for the purpose to overcome the problem faced by local manufacturers.
a. Suggest what would be your pricing strategy for the new brand of toothpaste that you
would introduce in Tanzania market based on the information. (5 Marks)
b. Suggest the possible brand positioning for your Toothpaste in the Tanzania Market. (5
Marks)
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